Ms Saloni Desai had done this Marketing Project under my guidance when I was Head-HR with Parle Group in 2001

1. A PRESENTATION BY
MISS SALONI D. DESAI
F.Y. MBA (MARKETING )
K J SOMAIYA COLLEGE,
MUMBAI
– TO
– MR VIPUL SAXENA
– HEAD-HRD , PARLE GROUP

2. KEY OBJECTIVES
To study
a) Pull of Bisleri
b) Consumer appeal
– Through consumers
– Through retailers

3. PARLE BISLERI
PVT. LTD.
PROJECT BY:
SALONI DESAI
K.J SOMAIYA INSTITUTE OF MANAGEMENT
STUDIES AND RESEARCH
PROJECT GUIDE:
Mr. VIPUL SAXENA
HEAD-HRD, PARLE GROUP

4. ACKNOWLEDGEMENTS
I would like to thank Mr. Vipul Saxena,Head-HRD, Parle Group
for giving me an opportunity to learn important marketing
aspects in the mineral water market in an esteemed organisation
like Parle Bisleri Pvt Ltd.
I am extremely grateful for his undivided guidance and support.

5. Date: 6/2/2002
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Ms. Saloni D. Desai of K.J. Somaiya Institute of Management Studies &
Research has successfully completed her project entitled “UNDERSTANDING THE PULL OF BISLERI”
with Parle Bisleri Pvt. Ltd.
We wish her all the success in her future endeavour
Mr. Vipul Saxena
HEAD - HRD, Parle Group

6. CONTENTS
KEY OBJECTIVES
RESULTS OF ANALYSIS
THROUGH CONSUMERS
THROUGH RETAILERS
SUGGESTED WAY FORWARD

7. BOMBAY SAMPLE
SOUTH- 150
CENTRAL 100
WESTERN 160
TOTAL 410
LOCATIONS COVERED
SOUTH CUFFE PARADE,COLABA ,MARINE LINES
CHARNI ROAD,DADAR
GHATKOPAR ,MULUND ,THANE ,NEW BOMBAY
CENTRAL
,CHEMBUR
WESTERN BANDRA ,VILE PARLE,ANDHERI ,JOGESHWARI ,
SANTACRUZ,GOREGAON

8. Through consumers -
Result of Analysis

9. Result of Analysis
Q1) What do you use for drinking water at home?
percent south central western
Filter 12% 18% 13% 5%
Zero B 7% 2% 22% 0%
Aquaguard 50% 47% 33% 66%
Boiled /tap water 31% 33% 31% 28%
Key Findings: The inputs received from the respondents
indicate that maximum people use AQUAGUARD
for drinking water at home in .

10. Q2) What do you do when you are thirsty at not at home ?
Overall
Age (Years) CARRY BUY
15-20 3% 12%
21-29 12% 40%
30-39 3% 5%
40+ 9% 14%
TOTAL 28% 72%
Key Findings:
1. Approximately 3/4th of the people in Mumbai
Buy mineral Water when they are outside their homes.

11. SOUTH BOMBAY CENTRAL WESTERN
Age (Years) CARRY BUY CARRY BUY CARRY BUY
15-20 5% 8% 2% 8% 2% 18%
21-29 18% 32% 8% 55% 10% 38%
30-39 3% 5% 2% 4% 3% 7%
40+ 12% 17% 8% 13% 8% 13%
TOTAL 38% 62% 20% 80% 23% 77%
Key findings:
1. The maximum people buying mineral water when they are not at home lie
largely in the age group of 21-29 ,in all three locations.
2. The maximum people buying mineral water lie in central mumbai I.e 80% ,second is the
western region and last comes the southern part of mumbai with 62%.

12. Q3. Which brands of mineral water are you aware of?
BOMBAY OVERALL TOM:
TOM- SOUTH CENTRAL WESTERN
BISLERI 82% 87% 90%
BAILLEY 5% 2% 5%
KINLEY 0% 2% 0%
AF 8% 9% 5%
Key Findings: All three locations have very strong top
of the mind awareness with respect to bisleri,which
indicates very strong impact of advertisements and
promotions.

13. Age Group: 15-20 Years TOM
Awareness SOUTH CENTRAL WESTERN
BRAND
Bisleri 12% 11% 17%
Bailley 0% 0% 0%
Kinley 0% 0% 0%
Aquafina 2% 0% 0%
Others 0% 0% 0%
Age Group: 21-29 Years TOM
Awareness SOUTH CENTRAL WESTERN
BRAND
Bisleri 43% 51% 45%
Bailley 2% 0% 2%
Kinley 0% 2% 0%
Aquafina 7% 8% 3%
Others 0% 0% 0%

14. Age Group: 30-39 Years TOM
Awareness SOUTH CENTRAL WESTERN
BRAND
Bisleri 5% 2% 5%
Bailley 2% 2% 3%
Kinley 0% 0% 0%
Aquafina 0% 0% 2%
Others 2% 0% 0%
Age Group: 40+ Years TOM
Awareness SOUTH CENTRAL WESTERN
BRAND
Bisleri 23% 22% 20%
Bailley 2% 0% 0%
Kinley 0% 0% 0%
Aquafina 0% 0% 0%
Others 3% 0% 0%

15. South
80%
70%
60%
50% Bisleri
40%
30% Aquafina
20%
10%
0% S
S
T
M
TV
D
IN
R
O
IN
E
R
W
TH
D
P
R
O
A
O
H
KEY FINDINGS -SOUTH:
BISLERI
Maximum awareness through TV ads and other reasons like oldest brand in India
Aquafina
Maximum awareness through availability and displays
Others include-Display in shops, availability, generic and oldest brand

16. Central
80%
70%
60%
50% Bisleri
40%
30% Aquafina
20%
10%
0%
HOARDINDS
OTHERS
PRINT
WOM
TV
KEY FINDINGS-CENTRAL
Bisleri
Maximum awareness through TV ads and other reasons like oldest brand in India
Aquafina
Most awareness through print ads
Others include-Display in shops, availability, generic and oldest brand

17. Q7&12.
Mumbai
Age group R1 R2 R3 R4 R5
15-20 Safety Availability Brand name Thirst Price
21-29 Thirst Safety Availability Brand name Price
30-39 Thirst Safety Availability Brand name Price
40+ Thirst Safety Availability Price Brand name
Age Group between 15-20 ranked “Safety” as the most important
factor that influenced their purchase decision while the rest of the age
groups ranked “Thirst for Cold Water” as the most important
followed by “Safety”

18. Western
70%
60%
50%
40% Bisleri
30% Aquafina
20%
10%
0%
PRINT
TV
WOM
HOARDINDS
OTHERS
KEY FINDINGS-WESTERN
Bisleri
Maximum awareness through TV ads and other reasons like oldest brand in India
Aquafina
Maximum awareness through hoardings
Others include-Display in shops, availability, generic and oldest brand

19. Q.5/6.AD RECALL AND LIKES /DISLIKES?
more than 50% of the people have seen the ad but do not recall it.s
BISLERI:
• Maximum recall of the punch line “Play safe”
• Play safe-irrelevant ad -no connection with water.
• Unique break away seal
• Only the models -ads are pretty silly
• The punch line "play safe"-does not go well with purity
• The Dino Moria concept is good
• The punch line "play safe" is too suggestive
•100% pure campaign
• The ads are not interesting at all

20. Q.5/6.AD RECALL AND LIKES /DISLIKES? (continued)
• It is different from other water ads -its good
• Tamper proof seal
• Jungle ad
• Recall only the colour "blue“
• Remember the blowup of the Bisleri bottles on the truck
• Like layout of Bisleri in the newspaper
• Kinley Music + Ad - many praises
• Why not use children instead of women in the advt

21. Q 8 & Q 13. How often do you buy Bisleri/bottled water?
40%
35%
30%
25%
20%
15%
10%
5%
0%
Daily More Than Once a Once on 2 Rarely
once a month months
week
The responses to the above question indicates that maximum
consumption of Bisleri is “More than once a week”

22. Q14. Why do you buy bisleri?
SOUTH CENTRAL WESTERN
Common Name/Good brand 16% 11% 14%
Safety 38% 35% 43%
Oldest Brand 10% 4% 20%
Availabilty 29% 34% 15%
Generic 3% 8% 13%
Taste 3% 0% 0%
PRICE 0% 9% 0%
KEY FINDINGS
People mostly buy Bisleri because it is considered as
a symbol of “Safety” and “Purity”

23. Q15. Like/Dislikes about Bisleri
Likes Dislikes
Taste Plastic quality
Price Traditional look of the bottle
Good Quality Bottles appearance
Stable Existence Seal too tight to open
Safety Can be duplicated
Bottle shape Change from mineral water to drining water
Trust Water quality not good
Become a need Not affordable for middle class
Small bottle is very handy Bottle not very convinient
Tamper proof seal
OBSERVATION
More than 50% of the people did not like the plastic
Quality, shape and the over all appearance of the bottle

24. Q16. Substitutes
SOUTH CENTRAL WESTERN
Kinley 35% 30% 47%
Aquafina 28% 13% 20%
Bailey 5% 42% 7%
others 14% 15% 27%
(includes juices, softdrinks, home treated water)
KEY FINDINGS
We can infer that after Bisleri, Kinley is the fastest moving
mineral water in the South and the Western regions and
Bailley in the Central region

25. Q 17. Brand Personification
12%
10% Bisleri
8%
Bailey
6%
Aquafina
4%
2% Kinley
0%
da
ir
ik
AB
m
ri t
in
Aa
H
ov
G

26. Q18. Size Awareness
SIZES SOUTH CENTRAL WESTERN
250ml 18% 7% 10%
330ml 0% 3% 4%
500ml 36% 38% 27%
750ml 2% 3% 5%
1l 29% 33% 24%
1.2l 7% 4% 7%
2l 3% 6% 9% KEY FINDINGS
5l 6% 4% 6%
20l 1% 3% 7% In all the Three locations,
the most known and the
Q19. Size prefered most preferred size is
SOUTH CENTRAL WESTERN
250ml 13% 7% 13%
the 500 ml bottle of Bisleri
330ml 0% 0% 0%
500ml 62% 71% 55%
750ml 0% 0% 0%
1l 20% 16% 25%
1.2l 3% 0% 5%
2l 2% 0% 0%
5l 0% 7% 0%
20l 0% 0% 2%

27. Q20. Features to be added
Change the shape
Make more trendier
Make seal more softer
Change the color, make it more colorful (aqua)
Change the plastic
A different color plastic
Sturdier bottle
Glass free with big bottle
Health and mineral contents
Small like Kinley bottle, more handy
Make more handy for children
A puzzle on the bottle
Discount on MRP in exchange of old bottles
Attach a straw
Add taste
Biodegradable packaging
Give a packet like alcohol bottles.

28. Q21. Do you resuse the bottle?
SOUTH CENTRAL WESTERN
Yes 63% 38% 47%
No 37% 62% 53%
KEY FINDINGS
Majority do not reuse the bottles south being an exception
Q22. Price affordable?
SOUTH CENTRAL WESTERN
Yes 73% 88% 73%
No 27% 12% 27%
KEY FINDINGS
Everybody finds the price affordable

29. Q23 Willing to Pay premium?
SOUTH CENTRAL WESTERN
Yes 28% 16% 38%
No 72% 84% 62%
KEY FINDINGS
Maximum people refused to pay
a premium.
YES-Willing to pay Rs 1/2 extra
No- because they say, why charge for water
No- why give extra for Bisleri, instead buy something else
No- because all are the same
No- price conscious > brand loyalty
No- many options for the same price
No- besides the seal no other differentiation

30. Q24. Retailer benefit passed on ?
100% No
Q25. Buy other poducts of Biseri?
SOUTH CENTRAL WESTERN
Yes 82% 60% 77%
No 18% 40% 23%

31. SUGGESTED WAY FORWARD
• PRODUCT-BISLERI
As explained in Q20., explore the possibility of reviewing the features as
per the feedback given by the customers. Consider making changes with
respect to the so called ‘Traditional look’ of the bottle, its shape and
making it more trendier with respect to the colour scheme as well as the
plastic quality of the bottle
• PRICE
Most of the customers find Bisleri’s price affordable but refuse to pay a
premium for Bisleri(those who agree are ready to pay Rs.1/2 more as
premium). This could prove to be harmful in the long run for the
sustenance of the brand, because an old and strong brand like Bisleri
should be in a position to command premium over others

32. SUGGESTED WAY FORWARD
PROMOTIONS
The preceding analysis indicates a strong effectiveness of
the current advertisements but customers still do not
receive any benefit from the retailer’s end. Hence Bisleri
should try and work towards sharing some extra benefit
with the customer which would not only create brand
loyalty but also give an extra point of differentiation vis-a-
vis others that could also help a later problem of
commanding a premium

33. SUGGESTED WAY FORWARD
•Q25 indicates that Bisleri can try and use its
brand name for any other product related to health
and safety, for example, health drinks,etc because
of the strong trust the brand has imprinted in the
minds of the customers

34. THROUGH RETAILERS-
RESULT OF ANALYSIS

35. • Number of retailer’s visited = 60
• Location : South, Western and Central Mumbai
• More than 50% of the customers asked for Bisleri first while they
purchased mineral water
• Visibility of the brand is “good” vis-à-vis others in all the locations
• The retailers have no complaints regarding the availability of Bisleri
and find it extremely regular
• On an average, the sales/week is as below :
•500 ml- 35 boxes
• 1 litre –2 boxes
• 1.2 litre – 2 boxes
•2 litre –1 box
•5 litre – 10 units

36. •Advertisements and promotions do not play a very important
role for the purchase of a mineral water bottle.
•Amongst other players, “Kinley”is preferred by the retailers
as it offers better schemes, for example, discounts like Rs.23
off on 1 box, etc and also the retailers get higher margins
compared to “Bisleri”
•Bisleri’s margin is almost half compared to Kinley’s
according to retailers in the Western region, for example,
•1 litre bottle of Bisleri
•Price to retailer: Rs.8:50
•Sale price: Rs.12:00
•1 litre bottle of Kinley:
•Price to retailer: Rs.6:25
•Sale price: Rs.12:00

37. • The retailer does not pass any benefit to the
customer
• Comments
– Bisleri is charged greater than MRP at college areas
like Mithbhai college as high as Rs. 7/-
– Variance in price is observed with respect to Bisleri
at room temperature(Rs. 5) and Bisleri served
chilled(Rs. 6/ Rs. 7)

38. Thank You